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I have also tried that in an IAP game and although it can work if the proxy event that you create is really correlated to the purchase, it will never be the same as targeting the IAP directly! In the long-term, I always had better performance targeting IAPs compared to the proxy purchase event

I do it all the time and there's no issues/risks inherent to that.

I have tested a similar feature with adjust (audience builder) and never got a decent performance but if the feature is included in your package, you can give it a try!

and do you put a ROAS goal or you just go with "maximum value"?

well, since the inventory is different because it's not automated, the campaigns do not learn the same way so you will have completely different performance in app vs w2a.

I think having the power to decide the inventory is one of the keys. Then it's about comparing performances as web campaigns work different than app campaigns when it comes to learning phases, optimization and creative distribution

I created a video ad and by default, the ML delivered everything in youtube. You can also run a specific youtube only campaign if you really want to force your traffic there.

I have barely tested them and the account managers keep pushing me to test this. In the few experiences I had, the performance was not good and CPA campaigns worked better. Has anyone run ROAS campaigns successfully on TikTok? and if yes, was it for gaming or non-gaming?

I have all my traffic in YouTube with W2A

I'm just running DemandGen on W2A and I see incrementality in the app store visits!

Yes

I got decent results with ROAS d7 in gaming but I couldn't scale to a decent pace